U.S. patent application number 12/110516 was filed with the patent office on 2008-08-21 for advertising compliance monitoring system.
Invention is credited to Gordon E. Hardman, Robert W. Mead, Gary L. Overhultz.
Application Number | 20080197193 12/110516 |
Document ID | / |
Family ID | 26855007 |
Filed Date | 2008-08-21 |
United States Patent
Application |
20080197193 |
Kind Code |
A1 |
Overhultz; Gary L. ; et
al. |
August 21, 2008 |
Advertising Compliance Monitoring System
Abstract
An advertising compliance monitoring system is provided that
includes a backscatter tag affixed to a sign or marketing material
or shopper ID card, the tag communicating with a backscatter
reader. The tag includes a memory for storing tag data and a
transmitter. The tag transmits tag data to a reader automatically
on a periodic basis or when interrogated. The tag data includes an
identification number used to identify the tag associated with a
particular sign, price, marketing material or shopper. This data is
processed by a computer to determine compliance with and/or
exposure to a particular advertising program.
Inventors: |
Overhultz; Gary L.; (River
Forest, IL) ; Hardman; Gordon E.; (Boulder, CO)
; Mead; Robert W.; (Chicago, IL) |
Correspondence
Address: |
PATENT GROUP 2N;JONES DAY
NORTH POINT, 901 LAKESIDE AVENUE
CLEVELAND
OH
44114
US
|
Family ID: |
26855007 |
Appl. No.: |
12/110516 |
Filed: |
April 28, 2008 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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10665540 |
Sep 18, 2003 |
7374096 |
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12110516 |
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10393330 |
Mar 20, 2003 |
6951305 |
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10665540 |
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10158416 |
May 30, 2002 |
6837427 |
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10393330 |
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60332149 |
Nov 21, 2001 |
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Current U.S.
Class: |
235/383 |
Current CPC
Class: |
G06Q 20/201 20130101;
G06Q 30/02 20130101; G06Q 30/0272 20130101; G06Q 20/202 20130101;
G06Q 10/02 20130101 |
Class at
Publication: |
235/383 |
International
Class: |
G06K 15/00 20060101
G06K015/00 |
Claims
1. A system for monitoring compliance with an advertising program
comprising: backscatter means for sending data associated with a
sign placed in a location in accordance with a specific advertising
program; receiving means for receiving the sign data; and analyzing
means for communicating with the receiving means and for analyzing
the sign data to determine whether the sign is in compliance with
the specific advertising program.
2. The system of claim 1, wherein the sign includes a displayed
price, and further comprising: means for monitoring the displayed
price; means for sending the displayed price to the analyzing
means; and means for determining whether the displayed price is in
compliance with the specific advertising program.
3. The system of claim 1, further comprising means for determining
the number of consumers that pass within a given distance from the
sign.
4. The system of claim 1, further comprising: means associated with
the sign for identifying the sign; and means for determining
whether the sign is in the location required by the specific
advertising program.
5. The system of claim 1, wherein: the backscatter means is a
contact tag; the receiving means is a backscatter reader; and the
analyzing means is a computer.
6. A system for monitoring consumer exposure to specific
advertising comprising: advertising means located in a store;
backscatter means carried by a consumer; receiving means disposed
adjacent the advertising means for receiving data from the
backscatter means; and analyzing means for communicating with the
receiving means and for determining how many consumers pass within
a predetermined distance from the receiving means.
7. The system of claim 6, wherein: the backscatter means is a
consumer carried card having a backscatter tag therein; the
receiving means is a backscatter reader; and the analyzing means is
a computer.
8. The system of claim 6, wherein the backscatter means includes
personal identification information about the consumer.
9. A system for monitoring products on a shelf comprising: a
product sensor that detects whether a product is present on the
shelf; an RFID tag associated with at least one shelf, the tag
storing tag data corresponding to whether a product is present on
the shelf; a reader that receives the tag data from the tag; and a
computer that receives the tag data and determines whether the
shelf is empty.
10. The system of claim 9, wherein the product sensor includes
conductors formed by conductive ink.
11. The system of claim 9, wherein the product sensor includes
optical sensors.
12. The system of claim 9, wherein the product sensor includes a
weight sensor.
13. The system of claim 9, wherein the product sensor includes an
inductance sensor.
14. The system of claim 9, wherein the product sensor is connected
to the RFID tag.
15. A system for monitoring products comprising: an RFID tag
associated with at least one shelf, the at least one shelf
including conductors formed by conductive ink; and a product
including conductive ink that makes an electrical connection
between at least two of the conductors to form a closed
circuit.
16. The system of claim 15, wherein the tag detects the resistance
across at least two of the conductors.
17. The system of claim 15, wherein the resistance indicates the
presence of the product.
18. The system of claim 15, further including a reader that
receives tag data from the tag.
19. A method of calibrating an RFID tag reader comprising: locating
a calibration tag a specified distance from the reader; initiating
an automatic calibration process wherein the reader adjusts its
output power and determines whether it can detect the calibration
tag; and determining the minimum output power required to detect
the tag at the specified distance.
20. The method of claim 19, further comprising: locating the
calibration tag a second specified distance from the reader;
initiating an automatic calibration process wherein the reader
adjusts its output power and determines whether it can detect the
calibration tag; and determining the minimum output power required
to detect the tag at the second specified distance.
21. The method of claim 19, further comprising producing an
indication signal when the automatic calibration process is
complete for the specified distance.
Description
CROSS-REFERENCE TO RELATED APPLICATIONS
[0001] This application is a divisional of U.S. patent application
Ser. No. 10/665,540, filed on Sep. 18, 2003, which claims the
benefit of U.S. Provisional Application Ser. No. 60/332,149, filed
on Nov. 21, 2001, and is a continuation-in-part of U.S. application
Ser. No. 10/393,330, filed on Mar. 20, 2003, and entitled "Improved
Advertising Compliance Monitoring System," which is a
continuation-in-part of U.S. application Ser. No. 10/158,146 filed
on May 30, 2002, and entitled "Advertising Compliance Monitoring
System," which are all assigned to the assignee of the present
application. The subject matter of the above applications is
incorporated herein by reference in its entirety.
FIELD
[0002] The technology described in this application relates to an
improved system and method of monitoring compliance with a Point of
Purchase (POP) advertising program that displays one or more
advertising signs or marketing materials, and more particularly to
the monitoring of and exposure to advertising signs or marketing
materials displayed at gas stations, convenience stores, grocery
stores, mass merchandising outlets, drug stores, specialty retail
outlets (e.g., pet stores, record stores, book stores), consumer
electronics stores, etc.
BACKGROUND
[0003] It is desirable to monitor retailer compliance with
advertising programs. Advertising that is not displayed has no
value to a company. However, non-compliance with an advertising
program is difficult to detect in a timely manner.
[0004] In the past, the primary way to collect information about
whether retail outlets were complying with an advertising program
was to rely on site surveys. These surveys were typically performed
by manufacturer sales representatives, store delivery personnel, or
independent survey companies. However, site surveys are generally
expensive, incomplete, and untimely.
[0005] The direct costs associated with site surveys are
substantial. Independent survey companies charge significant fees
for travel time, as well as for data collection/tabulation.
Consequently, information is typically available for only a subset
or sample of the thousands or tens-of-thousands of stores targeted
for a particular advertising program.
[0006] To save money, some companies request that delivery
personnel and/or sales representatives compile compliance
information while they are at a retail store for other purposes.
The diversion of these personnel from doing their ordinary tasks
(such as restocking or selling) can be substantial. Moreover, these
personnel have little compliance training or Quality Assurance
skills to ensure reporting consistency or accuracy. In addition,
such visits are not of sufficient frequency to ascertain exactly
when compliance with a particular advertising program began or
ended.
[0007] Furthermore, compliance survey reports (whether by
professionals or company personnel) usually lag the survey date.
This delay prevents a timely rectification for non-complying
stores. In particular, if an advertising program is designed to run
for two weeks, it is important to know within a day of when the
program was supposed to start which retail sites are out of
compliance so the sites can be made compliant in a timely manner.
The size of the staff and expense required to visit all advertising
sites within 48 hours is prohibitive. Therefore, surveys or visits
to a subset of sites are the only practical way to monitor
compliance. However, for the reasons stated above, surveys are only
sufficient for general or strategic conclusions, and are incapable
of improving tactical POP compliance in a timely manner. Visits to
a subset of sites do not yield sufficient information for
full-compliance advertising goals.
[0008] Companies, such as petroleum companies and consumer packaged
goods companies, spend millions of dollars to run a given POP
program. Retail performance varies greatly. However, it is common
for more than 50% of retail sites, presumed to be participating, to
be out of compliance. The system described herein provides an
efficient system for quickly identifying every non-complying site
by using tags (e.g., wireless RFID tags) on each advertising sign
or marketing material. The system also provides companies with
information about when a POP program is running, what advertising
is and is not being displayed, and when new signs will be produced
and shipped to retail outlets. The system can monitor other
merchandizing conditions besides signage, such as the presence or
absence of display racks or containers, the presence of promotional
hardware, or the presence of certain items to be sold under certain
conditions. The system can be expanded to report when the amount of
product on a display is getting low. Where desired, it can report
not only the presence of certain marketing materials, but also
whether or not they have been displayed in the proper location
within a store. The system can also report the cumulative number of
days a store is out of compliance. It can also monitor and report
the displayed price associated with particular signs or marketing
materials. The system can also monitor and report exposure of
particular shoppers to signs and marketing materials that are being
monitored by the system.
[0009] The system will therefore allow companies to monitor and
remedy compliance problems during an advertising program, which
will improve overall compliance and increase the effectiveness of
the advertising program. It will also allow fee-based marketing
programs that are conditional upon certain retail conditions being
present at a particular time to be executed with more precision,
reliability, and verifiability. Furthermore, it will allow the flow
of specific shopper traffic within a store to be monitored and
analyzed. In addition, the system will allow subsequent marketing
programs, such as coupons or direct mail, to be tailored to or made
conditional on shopper interests, shopping patterns, or prior
exposure to marketing materials.
[0010] Therefore, it is desirable to provide an advertising or
marketing material compliance monitoring system that provides
compliance monitoring in a timely and cost effective manner.
[0011] It is also desirable to provide an advertising compliance
monitoring system that makes determining compliance easy.
[0012] It is desirable to provide a wireless compliance monitoring
system that uses active tags that conserve battery power.
[0013] It is also desirable to provide a wireless compliance
monitoring system that uses active, passive and/or backscatter tags
to determine the specific location (within a defined range) of
selected marketing materials and/or version of selected marketing
materials.
[0014] It is desirable to provide a wireless compliance monitoring
system that uses contact technology (such as EEPROM, optical,
notch, and conductive or magnetic ink) to determine the specific
location (within a defined range), featured price, low-product
conditions on a display, and/or presence/version of selected
marketing materials. It is also desirable to provide a wireless
compliance monitoring system that includes a Backscatter Reader
System that uses Backscatter Tags and Backscatter Reader
Transponders.
[0015] It is desirable to provide a compliance monitoring system
that uses passive tags that are small and light, making it easier
to secure to advertising signs.
[0016] It is also desirable to transmit data from sign locations to
a central collection point at individual retail sites using
wireless technology for ease of installation at retail sites.
[0017] It is desirable to provide a switch on the reader for
switching a tag between different power conservation modes, such as
OFF, sleep mode, or continuous monitoring mode.
[0018] It is also desirable to transmit data from each retail site
to a central storage/processing location to report individual and
aggregate retailer execution of and consumer exposure to specific
and aggregated marketing programs.
[0019] Thus, a need exists for an advertising compliance monitoring
system that provides versatility and flexibility by providing a
tag, associated with a specific sign that communicates tag data to
an external reader. The system described herein provides a way to
quickly and positively identify each tag, determine the status of
each sign (e.g., delivered, displayed), monitor compliance with a
marketing program, monitor customer exposure to a marketing
program, and analyze tag data relating to the display of and
exposure to advertising signs, marketing materials, pricing
information, marketing program merchandise, and supporting
hardware.
SUMMARY
[0020] The system described herein overcomes the disadvantages of
the prior art by providing an improved system for monitoring
compliance with an advertising program. In one embodiment, the
system includes a tag, associated with a sign, marketing material,
or shopper identification card, for communicating with a reader. In
one embodiment, the tag comprises an active tag, a passive tag, or
a backscatter tag that uses backscatter modulation to transmit
data. Backscatter modulation, as used herein, is defined as a
method of modulating a continuous wave (CW) from a transmitter by
changing the impedance across an antenna on a tag or device. The
rate at which the impedance is switched creates a subcarrier that
is modulated by data and reflected back to the receiver, where it
is demodulated. While backscatter technology is generally known, to
applicant's knowledge it has never been employed in the context of
an advertising compliance monitoring system.
[0021] The novel arrangement of the backscatter system disclosed
and claimed herein differs from most backscatter systems (passive
or active), which rely on a reader to initiate communications. In
the case of passive systems, the tag requires power from a reader
in close proximity to the tag before the tag can waken and
backscatter a signal. In the case of most active backscatter tags,
they await a command from the reader before replying with data. The
active or semi-passive backscatter tags (BTs) and contact
backscatter tags (CBTs) described herein preferably have no
receivers nor do they require power from the reader, hereinafter
called a Backscatter Reader Transponder (BRT), in order to
backscatter a signal. The BTs and CBTs may run autonomously,
periodically waking and backscattering a signal, whether or not a
BRT is present. There are three advantages to this approach:
[0022] 1) simplicity--less to go wrong in the RF domain;
[0023] 2) lower cost--no receiver components in the tags; and
[0024] 3) predictable battery consumption--a very accurate battery
dissipation model can be used because of periodic and predictable
use.
[0025] Active and passive tags may each include a memory for
storing tag data, a transmitter and a receiver. In the active tag
embodiment, the tag uses sleep modes to conserve power. The tag
transmits tag data to a reader in response to an interrogation
signal, or automatically on a periodic basis. The tag data includes
any or all of the following: an identification number used to
identify the tag associated with a particular sign and/or the
marketing material, site location data (e.g., which retail site
and/or location within a retail site where the marketing material
should be displayed), and, if desired, time and date information.
This data is processed by a central server to determine compliance
with a particular advertising program.
[0026] In one embodiment, the reader associated with a given
location at the retail site communicates with one or more tags to
detect their presence and obtain their tag data. A hub communicates
with each reader and stores the tag data for all reader locations
at a given retail site. The hub communicates with a central server
to convey information such as displayed signage, featured price,
marketing materials, and/or shopper exposure to marketing materials
at that site. A central server stores and analyzes tag data from
all sites to determine whether each retail outlet is in compliance
with a specific advertising program (e.g., to determine if each
sign and/or price is being displayed at the time and location
specified by the program). The central server can also report which
shopper identification cards have been proximate to a given
reader.
BRIEF DESCRIPTION OF THE DRAWINGS
[0027] FIG. 1 shows one embodiment of an advertising compliance
monitoring system including a sign having a tag affixed thereto,
and sign hardware supporting the sign and having a reader affixed
thereto.
[0028] FIG. 2 represents a serial EEPROM contact tag according to
one embodiment of the present invention.
[0029] FIG. 3 represents a passive RFID tag, including a coil
antenna, according to one embodiment of the present invention.
[0030] FIG. 4 shows one embodiment of an advertising compliance
monitoring system including a tag, a reader, a hub, and a central
server.
[0031] FIG. 5 represents an active RFID tag, including a monopole
antenna, according to one embodiment of the present invention.
[0032] FIG. 6 represents an RFID tag, including a dipole antenna,
according to one embodiment of the present invention.
[0033] FIG. 7 shows one embodiment of an advertising compliance
monitoring system including a tag, a reader and antenna, a hub, and
a central server.
[0034] FIG. 8 shows a price reporting embodiment of the
invention.
[0035] FIG. 9 shows a consumer exposure monitoring embodiment of
the invention, the system including an advertising sign, a reader,
a customer card with an embedded tag and a display device.
[0036] FIG. 10 shows a hand-held or permanent (fixed) reader
including a switch for switching the tag between different power
conservation modes.
[0037] FIG. 11 shows a block diagram of a Contact Backscatter
Reader System.
[0038] FIG. 12 shows a block diagram of a Contact Backscatter
Tag.
[0039] FIG. 13 shows a block diagram of a passive tag.
[0040] FIG. 14 shows a block diagram of a backscatter tag.
[0041] FIG. 15 shows a block diagram of a long range backscatter
tag.
[0042] FIG. 16a shows one embodiment of a patch antenna.
[0043] FIG. 16b shows two transmission patch antennae and two
reception patch antennae in a generally "M" shaped arrangement.
[0044] FIG. 16c shows two transmission patch antennae and two
reception patch antennae in a back-to-back arrangement.
[0045] FIG. 16d shows a store having several aisles and an antennae
arrangement disposed over an aisle.
[0046] FIGS. 16e and 16f show side and top views, respectively, of
one embodiment of a system including a transmit antenna and a
receive antenna mounted for rotation about a fixed point.
[0047] FIGS. 16g and 16h show side and top views, respectively, of
an antenna arrangement including a transmit antenna, a receive
antenna and a rotating reflector.
[0048] FIG. 17 shows a top view of a shelf including a product
monitoring system.
[0049] FIG. 18 shows a top view of a product monitoring system
including conductive ink disposed on a shelf and on the bottom of a
product being monitored.
[0050] FIG. 19 shows a perspective view of a product monitoring
system including a display having three shelves each including
areas of conductive ink.
[0051] FIG. 20 shows an embodiment of a product monitoring system
including optical sensors.
[0052] FIG. 21 shows an embodiment of a product monitoring system
including a weight sensor.
[0053] FIG. 22 shows an embodiment of a product monitoring system
including an inductance sensor.
DETAILED DESCRIPTION
[0054] The system described herein determines whether a particular
sign is actually being displayed, so that the advertising benefit
of the sign can be realized in a cost-effective manner. As used
herein, the term "sign" may include marketing materials, displays,
pricing information, coupon dispensers, signage, display racks,
floor or counter mats, containers, promotional hardware, shopper
identification cards, and/or items to be sold under certain
conditions (e.g., seasonal promotions, products, or displays and
the like), etc.
[0055] Referring to FIG. 1, the system includes a tag 10 associated
with a particular sign 46, and a tag reader 12 for determining
whether the sign 46 is actually being displayed. The reader 12 is
generally mounted on sign hardware 48. There are several types of
tags 10. Active RFID tags 50 allow one reader 12 to determine
whether all the signs in a certain defined area (e.g., on the
property of a retail outlet) are being displayed, passive RFID tags
100 may require a reader 12 or antenna 22 for each sign/tag
combination.
[0056] Some advertising programs require the placement of
advertising material within a general area (e.g., a display need
only be placed in a department or aisle of a store). Active RFID
tags, which contain a battery to permit their data contents to be
transmitted over larger distances (e.g., several meters) can be
used to monitor compliance with such advertising programs.
[0057] Some advertising programs require the placement of
advertising material within a certain radius (e.g., a few inches)
of a specific location (e.g., signs affixed to product displays or
advertisements on a checkout counter near a cash register). Passive
RFID tags can be used to monitor compliance with such advertising
programs.
[0058] Some advertising programs require the placement of
advertising material in very precise location (e.g., a particular
sign must be placed in a certain holder 48). Contact tags can be
used to monitor compliance with such advertising programs. In one
embodiment, contact tags comprise Serial Electronically Erasable
Programmable Read Only Memory (Serial EEPROM) chips that store tag
data. There are several types of Serial EEPROM chips, but most
chips include two or three contacts (i.e., a 2-wire or 3-wire
interface). Usually, the 3-wire devices have three data transfer
wires and an addition wire. The 3-wire interfaces include Serial
Peripheral Interface (SPI) and Microwire, which is a trademark of
National Semiconductor. The 2-wire devices, called I.sup.2C or RC,
have only two wires. I.sup.2C is a trademark of Philips. FIG. 2
illustrates one embodiment of a 2-wire serial EEPROM chip (contact
tag) 1000. The contact tag 1000 includes two contacts 380 and an
EEPROM chip 400. In alternative embodiments, the number of contacts
380 may be decreased to one, or increased to three or more.
[0059] Referring to FIG. 4, the tag 10 stores identification data,
status data, and, if desired, time and date information. By reading
this data, the reader 12 can convey the data to a hub 14, which can
determine when a sign or marketing material is first displayed, and
how long it has been displayed. A hub 14 can send the data to a
central server 16 that allows advertisers to verify whether their
advertisements or promotional materials are actually being
displayed.
[0060] In one embodiment, the tag 10 is activated manually by a
portable reader, either before shipment of the marketing material
or at the retail outlet. In another embodiment, the tag 10 is
activated at the factory, before the marketing material is
shipped.
[0061] In one embodiment, the tag is a passive tag 100, as shown in
FIG. 3. Passive tags rely on inductive (magnetic) coupling or
capacitive coupling. To communicate with a passive tag 100, the
reader must be in close proximity to the tag to allow communication
between the tag and the reader. A passive tag is not self-powered,
it has no battery. Communication is achieved, for example, by
inductively coupling the reader and the tag. This allows the reader
to provide the tag with a signal that includes the power necessary
for the tag to respond to the reader and transmit its tag data.
Passive tags 100 are generally smaller than active tags 10. Passive
tags are generally read by a reader 12 that is mounted on the sign
hardware 48, see FIG. 1. The reader 12 can detect the presence of a
sign 46 that includes a passive tag when the sign is inserted into
the sign hardware 48 or is proximal to a reader 12 that has been
installed at the intended display location. As shown in the
embodiment of FIG. 3, the passive tag 100 includes a receiver 34, a
transmitter 36, a memory 38, and a coil antenna 40.
[0062] Another embodiment of the passive tag 100 is shown in FIG.
13. This block diagram illustrates the tag components, which
include an AC/DC rectifier 302, a backscatter generator 304, a
switch 306, and an antenna 308. In one embodiment, the switch 306
is implemented as a diode. When tag 100 is in close proximity to a
reader 12 the RF energy is inductively coupled to the tag. The AC
signal from the reader 12 is rectified and converted to a DC
voltage. Once the tag 100 is powered, it produces a backscatter
signal by changing the impedance of the antenna at a subcarrier
frequency. In this way, tag data (e.g., the tag's unique ID) is
sent to and interpreted by the reader 12. Passive RFID tags
generally consist of a single antenna (usually a coil) and do not
include a power source (e.g., a battery).
[0063] In a further embodiment, the tag is a backscatter tag (BT)
350, as shown in FIG. 14. This block diagram illustrates the tag
components, which include a battery 352, a backscatter generator
354, a switch 356, and an antenna 358. In one embodiment, the
switch 356 is implemented as a diode. The backscatter tag 350 does
not derive its power from the reader 12 via inductive coupling.
Rather, the tag 350 includes a power source (such as battery 352).
Moreover, contrary to a passive tag, a backscatter tag does not
know when a reader is in close proximity to it. Instead, the BT 350
periodically wakes-up and sends out a backscatter signal. If a
reader 12 is within range and is transmitting a carrier wave, then
the reader will receive tag data from the BT 350.
[0064] Active tags 50 allow one reader 12 positioned at a central
location to read one or more tags associated with one or more signs
or marketing materials displayed at the retail outlet. In order to
conserve power in active tags, these tags use a "sleeping" routine
wherein the tag only periodically "wakes-up" to look for
interrogation signals from a reader or periodically awakens to
transmit data autonomously. Upon detection of a transmission that
is likely an interrogation signal, the tag fully awakens to an
interrogation mode, verifies that the interrogation signal is
valid, and responds to the valid interrogation signal by, for
example, transmitting tag data to the reader 12. The tag also may
be programmed to wake-up periodically and transmit its data on an
autonomous basis, without being interrogated by a reader 12.
[0065] The system described in more detail below provides a means
of determining compliance with an advertising program by
associating RFID tags with signs or marketing materials to be
displayed at various locations at a retail outlet. The system can
be used with an existing customer service call center to increase
retailer compliance with Point of Purchase (POP) advertising
programs. The system also provides an efficient and accurate way to
perform compliance analysis, which assesses the degree to which
retailers comply with each POP advertising program and the
marketing value associated with a given advertising program. The
system can also be used to generate "alert" e-mails, voicemails,
and/or be combined with an Interactive Voice Recognition (IVR)
system to remedy out-of-compliance situations. To generate an
alert, the tag 10 transfers tag data to the reader 12 (in FIG. 4),
which is communicated to the hub 14. This data can then be
transferred to the central server 16 where, in a well-known
fashion, the data can be sent via e-mail, voicemail, or an IVR
system to inform one of more individuals of an event (e.g., a store
is out of compliance).
[0066] Referring again to FIG. 4, in one embodiment the system
includes four main components: a tag 10, a transceiver (reader) 12,
a hub 14, and a central server 16. In one embodiment, the small tag
10 is affixed to a sign 46, either at the time of production or
before delivery to a retail outlet. As used herein, affixed is
defined as: mounted, integrally formed, adhered, fastened, etc. The
tags will enable each sign to be encoded with information about
when and where the signs or marketing materials should be displayed
according to a given POP program. The reader 12 will periodically
read data from the tags within range of the reader. Alternatively,
the reader could manually read the tags at the command of a user
(e.g., compliance inspector). In one embodiment, the readers 12
communicate with a hub 14 that would generally be located at the
retail outlet. The hub 14 is connected to the central server 16 via
a communications link (e.g., a telephone line). The central server
16 will receive the details of each POP program, including
participating sites and desired display locations at each site. The
central server 16 will also upload data from each hub 14 for
compliance analysis.
[0067] When signs or marketing materials arrive at their
destination, the tags 10 associated with each sign can be read and
registered as "delivered" by a transceiver, such as reader 12. The
transceiver can read the presence of the signs or marketing
materials even before they are unpacked. The signs or marketing
materials will remain in storage until the beginning of the
marketing program. In one embodiment, the hub 14 includes a display
for announcing the beginning of a program, and instructing the
retail outlet to install the signs or marketing materials in their
respective locations. The hub 14 also receives and interprets tag
data and provides command signals to the reader 12.
[0068] The reader 12 can be located on the sign or marketing
material hardware 48 (e.g., frame) into which the sign or marketing
material is placed. The reader will detect the presence of the tag
10 and register that the sign or marketing material 46 is
"displayed." In one embodiment, each tag 10 has a transmission
range of about seven feet. Thus, several signs or marketing
materials can be tracked at a given retail site by one reader.
Signs or marketing materials may be displayed close together, for
example, at a gas station pump strip, on a pump topper, and
adjacent several pump hose "squawkers" (small signs attached to a
gas pump hose). Because each sign 46 is uniquely tagged, a single
reader 12 centrally located on the pump can register and report the
status of all signage or promotion materials associated with that
pump. Moreover, seven feet of separation is generally sufficient to
distinguish signs or marketing materials associated with one pump
from the signs or marketing materials of an adjacent pump. This
range of inclusion/exclusion is also appropriate for various
in-store merchandising configurations, such as a cosmetic aisle, or
to distinguish marketing materials displayed on one gondola vs.
another.
[0069] Given a short RFID transmission range, only those signs or
marketing materials unpacked and placed into display hardware 48
will be registered as "displayed." Repeated polling (e.g., taking
several reads every 24 hours) will establish continued compliance
with a given POP program. When a single reader detects the presence
of several signs or marketing materials that are intended for
different locations (or no signs at all), the central server 16
will determine that the signs have either not yet been received,
have not been unpacked, or are being stored in a central location
and not being displayed. This information will allow a Customer
Service Representative (CSR) to call the retail outlet and
investigate the non-compliance in a timely manner. Alternatively,
the system can notify or escalate notification to appropriate
personnel using, for example, e-mail, voicemail, or Interactive
Voice Recognition (IVR).
[0070] In one embodiment, each reader 12 includes a small RF
transmitter 26 having a transmission range of 1,000 feet. Each
reader will store the tag data from all the tags located within
range of the reader. Each reader will also indicate the absence of
any tags. The hub 14 will periodically poll the reader to upload
the tag data. The reader will communicate with the hub 14 by
selecting an interference-free RF channel from among several
frequencies.
[0071] In one embodiment, the readers are permanently attached to
and shipped with display hardware 48, or made available for
permanent installation on an after-market basis. A percentage of
signs or marketing materials, such as freezer static cling
advertisements, do not require display hardware. For these signs, a
reader 12 having an adhesive backing can be positioned within a
short distance (e.g., seven feet) of the tag 10. In one embodiment,
the readers 12 will be battery operated, which avoids the need for
expensive or intrusive wiring.
[0072] In addition to triggering and collecting polling information
every few hours, the hub 14 will serve as a storage device for
current and prior readings for each display location at a given
retail site. In one embodiment, at a prescribed time (e.g., 2
A.M.), or periodicity (e.g., every 2 hours), the hub 14 will test
the local telephone line for availability, and place a toll-free
call to the central server 16. Once a connection is established,
the server will receive the tag data, reset the hub registers, and
send any updated program information to the hub. Alternatively, the
hub may transmit changes in reader status in real time to the
central server 16. There, a notification can be sent to appropriate
personnel using, for example, e-mail, voicemail, Interactive Voice
Recognition (IVR), pager technology, or Internet communication.
[0073] The central server 16 will aggregate the tag data for all
retail sites, and report all locations not complying with a
prescribed POP program. Details about specific sites out of
compliance, including contact name and telephone number, will be
communicated to appropriate personnel. For example, a customer
service representative can use all available information about the
non-complying site to ascertain what is preventing POP execution in
a timely manner, and attempt to remedy the non-compliance. Several
different POP programs can be monitored and reported at any
particular time.
[0074] In one embodiment, data from the system can be integrated
with Point Of Sale (POS) scanner data to assess the impact (or
commercial success) of a given program, and how such success
relates to advertising compliance. The system can also be used to
compare the effectiveness of one POP program versus another
program, or a predetermined target or standard.
[0075] Typically, a dozen or more POP programs are executed at each
retail site over the course of a year. Improving advertising
compliance could greatly increase product/service revenues.
[0076] In addition, companies that sponsor POP programs often offer
payments to retailers for their participation in such programs,
with such payment conditional upon display of certain marketing
materials. Improving knowledge of specific participation levels and
dates could greatly improve the effectiveness and efficiency of POP
programs.
[0077] The system described herein can be used at retail outlets
including: gas stations, convenience stores, grocery stores, mass
merchandising outlets, drug stores, specialty retail outlets (e.g.,
pet stores, record stores, movie rental stores, book stores),
consumer electronics stores, movie theaters, and the like.
[0078] A tag, such as an RFID tag or contact tag, could also be
used by the sign and marketing material manufacturers to improve
shipping operations (by, for example, tracking shipments, or
verifying the contents of a carton of marketing material prior to
shipment).
[0079] Illustrated in FIG. 4 is a block diagram of one embodiment
of the advertising compliance monitoring system which includes a
tag 10, a reader 12, a hub 14, and a central server 16. In one
embodiment, the tag is an active RFID tag 50 (the tag is
self-powered by a battery). In another embodiment, the tag is a
passive RFID tag 100 (the tag is not self-powered, but receives
energy electromagnetically from an external signal supplied by a
reader). In a further embodiment, the tag is a backscatter tag 112
(the tag uses backscatter modulation to transmit data). In the
active tag embodiment, the active tag 50 may include a
microprocessor (having a memory) 30, a receiver 34, a transmitter
36, a battery 42, and an antenna 18, as shown in FIG. 5. Signals
are transmitted from and received by the tag 50 through the antenna
18. As used herein, microprocessor is defined as any processor,
microcontroller, or custom IC, such as a FPGA, ASIC, etc.
[0080] To conserve battery power in active tags 50, these tags use
a "sleeping" routine wherein the tag only periodically "wakes-up"
to a search mode to look for interrogation signals from a reader.
Upon detection of a transmission that is likely an interrogation
signal, the tag fully awakens to an interrogation mode, verifies
that the interrogation signal is valid, and responds to the valid
interrogation signal by, for example, transmitting tag data to the
reader. In the preferred simplified version, the tag may be
programmed to wake-up periodically and transmit its data on an
autonomous basis, without being interrogated by a reader. This
requires a less costly tag and reader.
[0081] The tag 10 may be affixed either to a sign or to marketing
material associated with a given marketing program. In one
embodiment, the tag 10 is affixed to an advertising sign or
marketing material to be displayed, either when the sign or
marketing material is produced or before delivery of the sign or
marketing material to a retail outlet. The tag 10 may include an
internal clock and a memory. The tag may store any or all of the
following: tag data including an identification number, when the
tag is delivered and displayed, and advertising information
regarding when and where the sign or marketing material associated
with the tag should be displayed according to a given advertising
program.
[0082] The reader 12 will periodically read the tag data from the
tag(s) within range of the reader 12. Alternatively, the reader 12
could manually read tag data from the tag(s) at the command of a
user (e.g., compliance inspector). Once the tag data is received by
the reader 12, it will be stored in memory. The reader 12
communicates with the hub 14 via a communication link 20. The hub
is physically displaced from the reader 12, and is generally
located in the retail outlet. The hub communicates with the central
server via a communication link (e.g., a telephone line). The
central server 16 is physically displaced from the hub 14, and is
generally located hundreds or thousands of miles away from the hub.
The central server 16 receives the details of each advertising
program, including a list of participating sites and desired
display locations at each site. The central server 16 will
periodically receive tag data from each hub and perform compliance
analysis for each advertising or POP program.
[0083] The reader 12 is designed to operate interactively with the
tag 10. The reader 12 may be a hand-held unit or a fixedly mounted
unit. Typically, the reader 12 is affixed to signage hardware 48.
In one mode, the reader 12 will periodically transmit a command
signal for interrogating any tags within range of the reader. When
a sign 46 is displayed in the signage hardware 48, the reader 12
will detect the tag 10 associated with the sign after the next
command signal transmission. In response to the command signal, the
tag 10 will transmit any or all of the following: its tag
identification number, any status data (e.g., delivered,
displayed), and, if desired, the time and date corresponding to the
status. For example, if the sign was "displayed" at 6:30 p.m., on
Jan. 25, 2002, the tag will transmit: status--displayed, time--6:30
p.m., date--Jan. 25, 2002. This tag data will be stored by the
reader 12. The hub 14 can determine when a given reader 12 first
reported the presence of the tag 10 and the time and date logged at
the hub or any other relevant data. Alternately, the hub 14 need
not store the status data or time and date information. The central
server 16 can determine when a given reader 12 first reported the
presence of a tag 10.
[0084] FIG. 10 illustrates one embodiment of a hand-held or
permanent (fixed) reader 12 that includes a switch 44 for switching
the tag 10 between different power conservation modes, such as OFF
(e.g., no monitoring), sleep mode (e.g., POP compliance
monitoring), or continuous monitoring mode (e.g., consumer exposure
monitoring). The reader 12 further includes an antenna 22, a
receiver 24, and a transmitter 26. The antenna 22 is configured to
receive signals from and transmit signals to the tag antenna 18.
The reader 12 interacts with each tag 10 via a communication
channel. Likewise, the reader 12 interacts with the hub 14 and/or
the central server 16 via another communication channel. The
communication channels may include an Ethernet link, Internet link,
wire link, wireless link, microwave link, satellite link, optical
link, cable link, RF link, LAN link, or other communication
link.
[0085] The tag data obtained from individual tags 10 maybe uploaded
through the reader 12 to the hub 14 to the central server 16, which
may include a database of all tag data. This data is then analyzed
to determine which retail outlets are out of compliance with
specific advertising programs.
[0086] In one embodiment, the tag antenna 18 may be a monopole
antenna 18A, as shown in FIG. 5. The monopole antenna 18A is a
generally factory tunable antenna that achieves the same RF signal
capability as a dipole configuration, but is smaller in size. Thus,
the monopole antenna 18A enables the manufacture of a smaller tag
having less mass. In one embodiment, the antenna 18A is made of
standard bus wire.
[0087] FIG. 6 illustrates the tag antenna 18 as a dipole antenna 1
8B, having arms extending in a dipole fashion and connected to the
electronics of the tag 10. In one embodiment, the antenna 18, along
with the tag electronics, can be encapsulated in an epoxy, such as
Stycast.RTM., and then affixed to the sign 46, as shown in FIG.
1.
[0088] FIG. 7 illustrates one embodiment of the advertising
compliance monitoring system, including a portable or hand-held
reader 12H that is used for, inter alia, initially programming a
tag 10 after a sign is made, before it is shipped, or after it is
received by a retail outlet. In one embodiment, the tag 10 can also
be reprogrammed so that tags on signs to be discarded can be
remounted on different signs that are going to be deployed.
Hand-held readers 1 2H are generally battery powered and include a
keypad/keyboard, touch screen, or other input device known in the
art, an LCD display for user interaction and data display, and
sufficient memory to retain tag data from multiple tags before that
data is uploaded to the hub 14.
[0089] Also shown in FIG. 7 is a multitude of fixed readers 12F,
each having an associated antenna 22. The hub 14 is a separate
component that is in communication with readers 12H, 12F through a
communication channel 20. The hub 14 communicates to the central
server 16 via a communication channel 32. As used herein, the term
"communication channel" includes communication via an Ethernet
link, Internet link, wire link, wireless link, microwave link,
satellite link, optical link, cable link, RF link, LAN link, RS-232
serial link, telephone lines, or other communication link.
[0090] As shown in FIG. 7, data from the hub 14 is transferred to
the central server 16. In one embodiment, the information from the
hub 14 is transmitted across a communication channel 32, such as
the Internet, to the central server 16. The central server 16 may
be a personal computer, web server, or other computer with
appropriate software to run and maintain a database of tag data.
The central server may be accessed from a remote computer via, for
example, the Internet. The reader 12, the hub 14, and the central
server 16 may be, for example, two or more separate units, one
computer partitioned into different virtual machines, or one
virtual machine, acting as two of the components, that is connected
to a second computer or processor acting as the third
component.
[0091] Some advertisements contain a featured price that may change
independently of the sign or display with which it is associated.
In such cases, the tag 10 can be used to report such featured
pricing information, in addition to sign and/or display information
(such as "delivered," "displayed," etc.). In one embodiment,
contact tags 1000 are used to monitor the value of each digit in a
featured price of an object or item (e.g., $32.89 would be read by
using 4 or more digits, each having a contact tag 1000 associated
therewith). A single reader 12G (see FIG. 8) is used to monitor all
the digits and report the entire price as a single data field.
Other components of a featured price that could be monitored
include qualifying information about the conditions of the price
(e.g., "per pack", "per carton", "2 liter bottle", "limit one per
customer", or "buy one, get one free") and/or the brand being
featured, such as the registered trademarks for "Winston," "Salem,"
"Coke," or "Bud Light."
[0092] In another embodiment, one or more two-position contacts
1000 are placed on opposite sides of each digit of the displayed
price. Each digit of the price is encoded via holes or notches (or
the absence of a hole of notch). When a hole or notch is
encountered, the two opposing contacts physically touch each other,
which creates a closed circuit. Each two-position contact 1000 is
connected to the group reader 12G, which detects whether each
contact is an open circuit or a closed circuit. The single reader
12G monitors all the digits and report the entire price as a single
data field.
[0093] One embodiment of the invention used for price reporting is
shown in FIG. 8. Each digit of the price includes a contact tag
1000. In this embodiment, individual readers 12A-12D are disposed
on the digit holders such that each tag 1000 (disposed on a
respective digit) makes contact with one of the respective readers
12A-12D. In this way, each digit of the price is monitored by one
of the individual readers 12A-12D. Each of the readers 12A-12D may
include a battery and a data management module, in addition to the
contact reading and storage circuitry. The output of the individual
readers 12A-12D is fed to the single group reader 12G, which
communicates with the hub 14 and/or the central server 16. The data
management module takes a data stream from the tag, converts that
data stream into a standard data stream, such as an RS-232 data
stream, and communicates the tag data to the reader 12, which
relays the data to the hub 14 and/or the central server 16. The
contact reading and storage circuitry allows each reader 12A-12D to
read data from a respective contact tag 1000 and store that
data.
[0094] In one embodiment, each reader 12 has the same back-end
(i.e., transmitter and receiver components for communicating a
specific data stream to the hub and/or central server) and several
interchangeable front-ends (i.e., different data management modules
for receiving data streams from different types of tags, such as
passive, active and contact tags). The data streams from different
types of tags may be different. Therefore, the interchangeable
front-ends allow a reader 12 to communicate which different types
of tags. The specific data stream sent to the hub and/or central
server may be a standard data stream, such as an RS-232 data
stream.
[0095] In one embodiment, the contact tag reader 12G includes a
small set of contacts for stimulating a contact tag and receiving
its data. The contact tag reader may be battery operated, and use
sleep modes to conserve power, as discussed below. The contact tags
1000 may include two-position contacts that are placed on opposite
sides of a sign or price.
[0096] In another embodiment, the contact tags are implemented
using optical, notch, conductive or magnetic ink technologies.
Magnetic or conductive ink technology can be used to monitor
pricing information or presence/absence of inventory on a display
shelf. In one embodiment, magnetic ink similar to that used to
process checks is placed on pricing elements (e.g., plastic
loose-leaf or spiral bound items having digits for displaying a
featured price), or on the bottom of individual packages or
products for display on the shelves. Such ink is read by a contact
reader(s) that can distinguish patterns of magnetic field
intensity. In another embodiment, conductors (e.g., formed by
conductive ink or foil) are placed on a shelf and on the bottom of
individual packages or products for display on the shelf. The
conductive ink on the products makes an electrical connection
between at least two of the conductors to form a closed circuit, as
explained below in relation to FIGS. 17-18.
[0097] In one embodiment, infrared or laser scanners are used to
read pricing information. Such a scanner can detect patterns of
light and dark printing on pricing elements based on the variation
in light reflected back to the scanner. In another embodiment, a
bar code scanner is used to read pricing information.
[0098] In a further embodiment, notch technology is used to read
pricing information or a code associated with a particular piece of
marketing material, such as a specific sign or display. For
example, each pricing element (e.g., a plastic or cardboard card)
may include a series of positional depressions, holes (or the
absence of them), or inconspicuous holes along the perimeter of the
pricing element (or a portion thereof). In one embodiment, the
presence or absence of a notch or hole in a given position is
converted to a data stream via a series of two-position contacts on
the price holder. When a hole or notch is encountered, the two
opposing contacts physically touch each other, which creates a
closed circuit. This closed circuit is detectable by a contact
reader connected to the two contacts. Notches may also be used by
optical detecting circuitry to identify a sign or price via an
encoded ID number.
[0099] In one embodiment of the compliance monitoring system, the
tags 10 store sign information (e.g., display status,
identification data, time and date information, etc.). In another
embodiment, the tags 10 store only a tag identifier, which may
comprise a 32-bit unique identification number. This identifier is
associated with extensive descriptive information stored on the
central server 16. This descriptive information corresponds to the
specific advertising material associated with the tag 10. In one
embodiment, the tag identifier and the descriptive information are
synchronized when the tag 10 is assigned and affixed to a
particular sign 46. If a tag 10 is re-used (i.e., associated with a
different sign) its unique tag identifier is reassigned to the
descriptive information on the central server 16 corresponding to
the new sign associated with the tag 10.
[0100] Some retailers may expect payment for placing hubs, readers,
and tags within their stores for purposes of monitoring their
compliance with advertising programs. Therefore, in one embodiment,
the readers 12 are used for consumer exposure monitoring. In this
embodiment, the system may be used in conjunction with a retailer's
frequent shopper or loyalty program to inform the retailers and
manufacturers about the advertisements having the most appeal to
shoppers (e.g., which advertisements shoppers closely investigated
for a predetermined amount of time). In this embodiment, frequent
or loyal shoppers are issued shopper identification cards having
unique RFID tags for storing information about the shoppers. As a
shopper proceeds through a store, if the shopper closely
investigates a particular advertisement having an RFID tag, the
shopper could flash his/her RFID card in the vicinity of the sign
(i.e., move the card near the sign) to trigger data transfer to the
reader. In another embodiment, the card's proximity to the sign
could trigger data transfer to the reader (e.g., the card could be
read in a shopper's purse). Information about which signs and the
number of signs flashed by each customer (or the number of signs
the shopper investigated such that card data was transferred to one
or more readers) is reported to the retailer and/or to
manufacturers. This consumer exposure information is used to help
improve the value of a retailer's frequent shopper program,
determine shopper traffic patterns through a store, and/or is
integrated with purchase information to provide additional and/or
personalized incentives to the frequent shoppers. In another
embodiment, information about which advertisements interested
consumers during shopping could be used to focus subsequent
advertising material, such as direct mail. These embodiments would
enable more effective and more relevant marketing programs for both
manufacturers and retailers.
[0101] FIG. 9 illustrates use of the system to monitor customer
exposure to a particular advertising promotion in a store having
two shelves. The customer is shown carrying a shopper
identification card having a tag 10 (e.g., active, passive or
backscatter) embedded in it. A reader 12 is associated with a sign
46 and reads the presence of the tag 10 when the customer card is
adjacent the sign 46. The shopper may flash his/her card in the
vicinity of the sign, and/or the reader may acquire the tag 10 when
the card is within range of the reader 12. When the consumer card
has been read, a confirming light or message is displayed by a
display device 58 disposed on or adjacent the sign 46.
[0102] In FIG. 1, a sign 46 having a tag 10 affixed thereto is
illustrated. The sign 46 is supported by sign or marketing material
hardware 48, which has a reader 12 affixed thereto. In one
embodiment, the reader 12 communicates with the tags 10 over a
wireless RF link (e.g., 28A) operating at a frequency of about
13.56 MHz (which is an example of a frequency used to read passive
RFID tags). The reader 12 and the tags 10 can communicate over any
wireless link (e.g., 28A) and use any suitable frequency band. The
Industrial, Scientific, and Medical (ISM) frequency band is 902-928
MHz. The ISM frequency band is primarily intended for unlicensed
transmitters, which have been certified under Part 15 of the
Federal Communications Commission Code (47 C.R.F. .sctn.15). Many
devices such as cordless phones and wireless LANs share the ISM
frequency band and the claimed system is designed to coexist and
operate robustly among these other devices. Other frequency ranges
can be used without departing from the invention. For example, the
reader 12 and the tags 10 can communicate at a low frequency (e.g.,
about 125-134 kHz).
[0103] To minimize signal interference, the frequency of the
forward link channel (i.e., reader to tag) is varied among several
of the available RF channels in the ISM frequency band in a
pseudorandom manner (frequency hopping). Each forward link command
is transmitted on a frequency different than the previous command
in a pseudo-random manner to avoid continuous interference from
other devices operating in this frequency band. Frequency hopping
also allows the system to transmit the maximum signal radiation
(+36 dBm) under 47 C.R.F. .sctn.15.
[0104] The active tags 50 provide several features, including: a
unique tag identifier for identifying a specific tag and
determining the status of the sign associated with the tag (e.g.,
delivered, displayed), the ability to transmit tag data
autonomously to a reader, and the ability to archive tag data taken
since the last upload to the reader 12.
[0105] As shown in FIG. 5, the tag microprocessor 30 communicates
with the RF transmitter 36. The RF transmitter 36 is in
communication with tag antenna 18A. The tag 50 is supplied with
power by a battery 42.
[0106] Each tag may include one or more of the following
features:
[0107] A unique tag identification number--this number specifically
identifies a particular tag 10. The tag identification number is
typically the tag serial number. This number is programmed into the
tag 10 at the factory or during installation (via, for example, a
hand-held reader 12H).
[0108] A sign or marketing-material-type number--the sign or
marketing-material-type identifies the type of sign or marketing
material, and when and where it should be displayed pursuant to a
particular advertising program. This number may also be programmed
into the tag at the factory or during installation (via, for
example, a hand-held reader 12H).
[0109] Write-in capability--the tag 50 allows users to write user
defined data into the tag memory, including where the sign is being
displayed, what type of sign is associated with the tag, etc. This
data may be password protected such that only authorized users can
write data to the tag 50.
[0110] Autonomous transmit (AT)--the tag 50 may be programmed to
self-awaken at preset intervals, transmit the tag data to a reader,
and go back to sleep without external activation. The tag 50 may be
pre-programmed from the factory with a default wake-up interval
(e.g., 2.5 seconds); however, the user can change the wake-up
interval.
[0111] Radio frequency operation--in one embodiment, the claimed
system operates at 2.45 GHz, or in the ISM frequency band (902-928
MHz), or at 13.56 MHz, or at a low frequency (e.g., about 125-134
kHz).
[0112] Communications--the tag 10 is able to communicate with fixed
readers 12F, or handheld readers 12H.
[0113] Data display--tag data is displayed by the hub so retail
personnel can monitor the status of each sign and receive messages
from the central server 16.
[0114] Power--the active tags 50 are powered by a battery 42.
[0115] Tag life--given current battery capabilities, total tag life
is greater than about 2 years, during normal operating conditions,
which is greater than the average life of the sign associated with
the tag.
[0116] Turn-OFF function--the tag 50 can be activated by a
hand-held reader prior to shipment to a retail outlet, which
prevents the tag 50 from being ON during storage of the sign. This
extends the battery life of the tag 50.
[0117] Reader range--for a fixed reader 12F, in one embodiment the
reader range is up to and including about 7 feet. This allows tags
associated with signs in adjacent areas within the retail outlet to
be differentiated or grouped on the basis of their location. The
reader range can be extended to cover between 10-25 meters,
effectively covering an entire retail outlet. Hand-held readers 12H
can monitor tags up to about 25 meters from the reader antenna
22.
[0118] The tag data stored on the central server 16 may be accessed
via a local area network (LAN) or the Internet. Tag data may be
forwarded to a call center for display on a customer service
representative's screen. Using this data, the CSR can call the
non-complying retail outlet and try to ascertain the reason for
non-compliance with an advertising program and attempt to remedy
the situation in a timely manner. Alternatively, the central server
16 may generate and send an e-mail or voicemail to one or ore
recipients, or use IVR to track the status of various remedial
activities associated with an out-of-compliance situation, as
explained earlier.
[0119] The reader 12, in one embodiment, initiates RF communication
with one or more of the tags 10. In one embodiment, the reader 12
is affixed to the signage hardware 48 that is positioned at various
locations within or near the retail outlet (e.g., on a fuel island,
on a pump topper, on an external kiosk, on a pump approach, on
building signs, on checkout registers, on or near a particular
gondola, near the pharmacy or deli section, in the dairy section,
etc.). The reader 12 will communicate with each tag 10 to determine
if the corresponding sign is being displayed, and gather data,
including when the sign was first displayed, when it is removed,
etc. The reader 12 may also obtain the tag history data, which
includes all tag data since the last time the tag data was uploaded
to the reader. The history data is sent from the reader 12 to the
hub 14 and then to the central server 16 by a communication channel
32, comprising one or more of an Ethernet link, Internet link, wire
link, wireless link, microwave link, satellite link, optical link,
cable link, RF link, LAN link, or other appropriate communication
link.
[0120] Portable or hand-held readers 12H communicate with the tags
10 and gathers tag data, including history data. Hand-held readers
1 2H may be used in conjunction with manual inspections, or
surveys, to determine if marketing material has been displayed
pursuant to a specific program. Alternatively, one or more portable
readers may be affixed to selected grocery carts, pallet movers,
robots, motorized floor cleaning/polishing equipment, or other
devices that are caused to freely roam stores on a routine basis.
GPS or other Real Time Location System (RTLS) tools can be used in
conjunction with portable readers 12H or BRT 114/116 to note the
coordinates of their location when a tag is detected. A BRT 114/116
may also be attached to an overhead device that periodically
traverses the ceiling above aisles or a section of the store. In
one embodiment, a predetermined course or track is achieved through
a small cable ( 3/16'') from which a mobile BRT device hangs. In
such a case, any well known positioning device, such as an
odometer, measures the current location of the reader along the
predetermined route at the time a tag is detected. The linear
distance traveled at the time of tag detection by the reader is
appended to the data reported by the tag and reader 12H (in FIG. 7)
and 114/116 (in FIG. 11) and fed to the hub 14 for transmission to
the server 16. These readers 12H decrease the time and cost of
surveys by reading all the tags at a specific retail outlet, within
a small amount of time, without requiring an auditor. If auditors,
delivery, or sales people are present, these devices can rapidly
speed their store inspection, perhaps allowing them to examine
store conditions without even exiting their vehicle. The hand-held
readers 12H provide an "on-site read" of all the tags at a specific
location or site. Alternatively, a portable receiver 12H maybe used
to receive data from the hub 14, which may contain specific or
summary data about the status or history of several readers.
[0121] In one embodiment, there are four data relay channels. These
channels are used to transmit data from the tag 50 to the reader 12
and/or from the reader 12 to the hub 14. The data relay link
packets (DRLPs) are transmitted on each of the channels,
sequentially. For example, if the tag 50 responds to a reader 12
with its serial number on channel 1, the tag 50 will then respond
to the next reader command on channel 2. If the reader 12 receives
bad data from the tag, it will disregard that data. The tag 50 will
then retransmit the data on channel 3. If the reader 12 determines
that the received data is again corrupt, it will command the tag 50
to retransmit the data. In one embodiment, retransmission of data
will continue until the data has been sent five times (once on each
channel, e.g., on channel 1, 2, 3, 4, and 1--the first channel is
tried twice). If the reader 12 still does not receive good data, it
will cease transmitting to that particular tag 50 for a
predetermined period of time.
[0122] During forward link communication, packets are sent from the
central sever 16 to the hub 14, from the hub 14 to the reader 12,
or from the reader 12 to the tag 50. During data relay link
communication, packets are sent from the tag 50 to the reader 12,
from the reader 12 to the hub 14, or from the hub 14 to the central
sever 16. The tag data is communicated in this fashion from one
device to the next (see FIG. 4). Not all of the devices illustrated
are required in the system. For instance, data can be communicated
directly from the reader 12 to the central server 16.
[0123] Under 47 C.R.F. .sctn.15, using spread spectrum transmission
(i.e., frequency hopping), the maximum allowable power that can be
radiated in free space is +36 dBm (without using spread spectrum
transmission, the maximum allowable power in free space is -1 dBm).
In the forward link, the amount of power transmitted is measured
near the tag. Some attenuation may result from transmission through
the sign, and additional attenuation may occur due to interference
from other signs, cars and/or structures.
[0124] Fifty-one forward link channels were selected in part due to
FCC Part 15 (47 C.R.F. .sctn.15), which specifies 50 channels as
the minimum. It is possible that two tags 50 will awaken at the
same time and both be within range of the reader antenna 22. If
this occurs, interference may result since both tags 50 may be
responding to the same message on the same return link channel. By
predetermining different wake-up times and the short duration of
data transmitted, this problem is effectively obviated.
[0125] The tag 50 may include a microprocessor 30 that controls the
operation of the tag 50. In one embodiment, the microprocessor 30
includes two internal oscillators, internal RAM, internal ROM, and
other standard features. To maximize battery life, two oscillators
are desirable because they allow for two different clock speeds.
Having two clocks allows a designer to minimize use of the
high-speed clock (thus, conserving battery power). The two
oscillators could also be externally supplied to the
microprocessor.
[0126] An EEPROM can be used for storing tag history data. History
data is periodically written from the microprocessor RAM to the
EEPROM. The EEPROM is a non-volatile memory; therefore, it does not
need power to maintain its information, and can be turned off to
conserve battery power.
[0127] The tag data from a tag 10 can be accessed via the central
server 16, which typically includes a keyboard for data input by a
user and a display for data output to a user. The display provides
tag data to a user. This data is archived in the central server 16.
The central server 16 also provides a LAN or Web interface to the
system for providing the tag data to a remote user (such as a
Customer Service Representative) and for allowing the remote user
to analyze the tag data, or enter user defined data such as the
retail outlet where the sign is being displayed, the compliance
history of the retail outlet, etc.
[0128] Although the embodiment illustrated in FIG. 7 shows the
central server 16 in communication with the hub 14, these
components may be a single unit or, alternatively, separated by a
large distance. The arrangement of components is driven by the
implementation in which these components will be used rather than
by any requirements of the system.
[0129] In addition, the reader 12, the hub 14, and the central
server 16 may be two or more separate units, and data may be
transmitted between these units using a request/response protocol
(where, for example, the central server requests data from the hub)
or using a push protocol (where, for example, the hub periodically
transmits data to the central server 16 without such data being
requested by the central server 16).
[0130] The deep sleep mode uses a watchdog timer (WDT) to determine
when to wake up. During the deep sleep mode, the microprocessor is
not running and all clocks are stopped. Thus, only a minimum amount
of power is consumed in the deep sleep mode. When the WDT times
out, the microprocessor is started in its low-speed clock mode
(referred to as lucid sleep mode), where the tag determines if it
is time to enter the search mode. The lucid sleep mode and search
mode can be combined into a single mode.
[0131] In one embodiment, the system includes an RFID tag that
transmits parameters regarding intended location, content, sponsor,
purpose, etc. The RFID signal to the reader contains some or all of
the following information:
[0132] Unique 32-bit tag identifier (maybe written to tag at time
of marketing material production or shipping, or pre-programmed by
tag manufacturer)
TABLE-US-00001 Product number using "Stub" format: POP sponsor
Promotion number Start date Category Subcategory Sign type Sign
placement Expiration date Price point "Per"/disclaimer conditions
Date produced Sign producer ID Retail outlet ID
[0133] In most cases, however, it is easier to associate this and
other identification data on the central server to determine the
nature and status of each tagged item relative to an expected
state. In one embodiment, the system includes a reader that
receives and transmits tag data along with reader ID & battery
status information. Such a reader may be mounted in a tamperproof
package that is securely mountable to sign hardware (e.g., plastic,
painted/plated steel, or bare/anodized aluminum) or positioned at a
particular location in a store (e.g., at the front end of the
second aisle). The reader is removable by authorized personnel for
remote repair or repositioning to another authorized location. In
another embodiment, the reader is mounted in a tamper-proof package
that is securely mountable to glass or painted/plated/anodized
metal. In another embodiment, the reader has a switch indicating if
it has been moved.
[0134] In one embodiment, when the reader is polled by the hub, the
reader reads and transmits information from the RFID tag.
[0135] In one embodiment, the RFID data may include some or all of
the following information:
TABLE-US-00002 Transponder ID (6 characters, alpha-numeric) Battery
status (1 character, alpha-numeric) Trouble-light status (1
character, alpha-numeric) RFID asset tag information (110
characters, alpha-numeric) Read range (1 character,
alpha-numeric)
[0136] In one embodiment, the system includes a hub that polls
readers, displays problem conditions/solutions, polls local phone
lines, logs into central server, reports signage information and
trouble conditions. Such a hub may be movable, with rubber "feet"
for stability.
[0137] In one embodiment, the system includes a hub that polls
readers, displays problem conditions/solutions, polls local phone
line, logs into central server, reports signage information and
trouble conditions. Such a hub may be movable, with rubber "feet"
for stability.
[0138] In one embodiment, the hub may include some or all of the
following features:
TABLE-US-00003 Auto boot program in power-up/restarts Remote
versioning/upgrades & POP administration Non-volatile RAM for
program & data storage "Register" the number of transceivers
and ID/frequencies/location of each Seek and register
interference-free frequency for each transponder Turn on a trouble
light for a specific reader when signal is weak, repeated
interference occurs on all channels, no signal, or the wrong sign
is placed in sign hardware Ignore certain/all readers when
instructed by host Keep track of time "Poll" each reader, and store
its asset information periodically (e.g., every 4 hours) Compare
current vs. prior asset register Store 2 toll-free phone numbers
Test status of phone line, dial number, if unsuccessful dial
alternate number Perform modem "handshake" with central server Hub
data to central server may include some or all of the following:
Time stamp Hub ID Changes or additions to transceiver locations
Number of transceiver signals expected Number of transceivers
reporting "Checksum" stamp from last hub/server connection Current
RFID asset information for each transceiver Trouble-light status
for each transceiver POP program information for next 24 hours Hub
program updates New "checksum" stamp from hub/server connection
[0139] In one embodiment, the system includes a central server that
coordinates hub polling, consolidates POP program information,
collects and reports signage configuration for each retail site.
The central server, in one embodiment, administers POP programs for
all registered signage and provides status reports for all sites
and programs, with feeds to call center customer service
representatives.
[0140] In one embodiment, the system includes an RFD writer that
writes data to RFTD tags to be affixed to signage during the
packing/shipping process. The RFID writer may comprise a hand-held
reader 12. The data written to the tags may include parameters for
a specific POP program (from the central server) and/or the
locations participating in the program. The RFID writer may also
register assets to the central server and/or an invoicing/billing
system.
[0141] In the embodiments above, when a passive tag was used it
could report the presence or absence of tags at a distance of about
4 inches and then transmit that information over a 915 MHz radio
link capable of working over several hundred meters. It is
desirable to have a system that extends the range of detecting and
reporting the presence or absence of tags in other range of
groupings including 6-10 feet, 15-30 feet, and 60-90 feet or more.
To include such grouping ranges permits elements of marketing
material to be identified as being within specific locations within
a retail environment or in general sections of a store. The
inventors have conceived the preferred embodiment detailed as set
forth hereinafter.
[0142] A technology hybrid solution solves the distance and other
problems and is entitled the Contact/Backscatter Reader System
(CBRS). Marketing materials can be produced with very inexpensive
identifiers on them (e.g., the cost of conductive ink or notched
foil placed directly on the materials or onto adhesive labels). A
single reader then reads multiple tags further reducing the cost of
the system.
[0143] The CBRS consists of Hubs, Backscatter Reader Transponders
(BRTs), Contact Backscatter Tags (CBTs), and items to be identified
through contact points. Backscatter technology is well known in the
art and the necessary equipment is available as shelf items, has
reasonably precise detection and reporting ranges (the energy
returned by the tags varies inversely with the fourth power of the
distance separating it from the transmitter), has a low tag cost,
and is robust across a range of environments (including outdoors).
A specific arrangement for the preferred embodiment and a working
example are hereinafter described.
[0144] A block diagram of the novel Contact/Backscatter Reader
System (CBRS) is shown in FIG. 11. The Contact Backscatter Tags 112
(CBT) may be battery powered and operate in a low-power "sleep
mode" the majority of the time. The tags 112 periodically awaken
and read the identification of the sign or other marketing material
through contact points as explained earlier. The sign ID is
established with very low cost methods, such as a conductive ink or
holes in conductive foil that create a pattern of insulation
(holes) and conductivity (no holes). Punch-outs in the cardboard of
the sign or display form a well-know manner for the CBT 112 to
identify the sign through optical or contact sensors on the CBT
112. Similarly, a bar code may be used to encode an identifier on a
given element of marketing material. An optical scanner would then
be used by the CBT 112 to read identification on such elements.
When the marketing material is first read by the CBT 112, the user
is given feedback if a proper identification is achieved.
[0145] The tags 112 then add their own unique ID and format a data
packet to be sent to the Backscatter Reader Transponder(s) 114 and
116 (BRT). The data packet is encoded and reflected from the
antenna 228 of the CBT 212 back to the BRT. Encoding can be as
simple as creating and modulating a side band frequency (or
subcarrier), such as 455 kHz. The actual data rate of the
backscatter signal could be as low as 1 or 2 kbps since the amount
of data is small and the requirements for reporting speed are
modest. The backscatter signal may be modulated in (1) amplitude
(AM), (2) frequency (FM), or (3) phase (PM). The CBTs 112 transmit
their data, using such modulated backscatter techniques, to the
BRTs 114/116 and from there to Hub 118 via antenna 120. The BRT 114
may operate in a half duplex mode with one antenna 115 while BRT
116 can operate in a full duplex mode using receiver antenna 117
and transmitting antenna 119. Hub 118 then transmits the received
data out to a central server 16 as described in relation to FIG.
4.
[0146] In one embodiment, the readers are battery operated, and
(like the tags) use sleep modes to conserve power. The Backscatter
Reader Transponders 114 and 116 (in FIG. 11) may be battery powered
and wake up on a periodic basis (e.g., once per hour) to receive
signals from the tags 112. The BRTs 114/116 output a carrier wave
in the 915 MHz Industrial, Scientific, and Medical (ISM) band. This
band is from 902 MHz to 928 MHz. In order to comply with part 15 of
the FCC rules, the BRT must hop between 25 or 50 channels in a
pseudo-random fashion. The BRT stays on long enough to insure that
the CBT has awakened and sent its modulated signal. The tag signal
is modulated by the diode 226 of antenna 228 (see FIG. 12), which
changes the impedance across the antenna 228. The CBT 212 reads the
ID of the sign associated with it and stores that information into
memory. The CBT 212 will then open or short the terminals of
antenna 228 via the diode 226 in a well known fashion. When the
terminals of antenna 228 are open, the antenna looks electrically
like a 50 Ohm antenna and will absorb more of the continuous wave
from the BRT than the shorted condition. In the shorted condition,
the antenna 228 will reflect a portion of the wave back to the BRT
receiver. As stated earlier, the data rate of switching the
impedance creates a subcarrier (sideband) that is modulated by the
data and reflected back to the BRT receiver for demodulation. The
data rate generates the sideband equal to the serial data rate of
shorting and opening the terminals of antenna 228. Using direct
conversion in the receiver, the carrier will be eliminated leaving
the sideband data available to be processed. The signal will be
filtered and amplified for demodulation leaving only the base band
information (i.e., tag data). Tags associated with a BRT system do
not receive, interpret, or utilize the signal from the BRT, nor do
they actually transmit energy to or receive energy from the BRT.
Instead, such tags use backscatter modulation to transfer data to
the BRT. In this way, cost and battery power associated with the
tags are minimized, making commercialization of this system on a
widespread basis more achievable. Tag simplicity and reliability
are also maximized by this approach.
[0147] Multiple CBTs and/or BTs can be served by one BRT since they
transfer data to the BRT at random time intervals. The ratio of tag
transmit time to sleep time is very small. This data transfer may
be accomplished without any coordination among the CBTs. The BRTs
may generate a low battery signal indicating that a low battery
condition is present.
[0148] Further, a signal is generated when the BRT 114/116 is moved
or is subject to tampering. Software monitors the position of a
switch 121 (shown on BRT 114 in FIG. 11) that is set when the BRT
is mounted in a desired position or location. This switch 121 is
very small and unobtrusive when the BRT reader 114 is installed at
the retailer. If the reader 114 is moved in an unauthorized manner,
software detects a change in the position of switch 121. The switch
121 may be a pressure operated switch or a position sensitive
switch, such as a mercury switch, or other well known position
sensitive switch. When the switch 121 indicates a change in
position, the reader may detect a BT, CBT, or tag 10 which has been
assigned to a specific person authorized to relocate or repair the
reader. In the absence of such detection, the reader's movement can
be interpreted as "unauthorized" or "tampering," and an appropriate
signal can be transmitted to the central server 16.
[0149] Data about the read range associated with each BRT 114/116
(such as inches, a few feet, a dozen feet, many yards, and many
dozens of yards) is transmitted in the packet of information back
to the hub 118 so that the location of items can be identified
within a desired subset of the total retail space available. This
is accomplished by polling the position of a switch 122 (on BRT 116
in FIG. 11) that limits or extends its read range in a well known
manner or by noting the amount of gain-control voltage supplied to
the backscatter transmitter at the moment a tag is detected.
[0150] The BRT receiver 11 41116 has a finite sensitivity and will
only detect a return signal (backscatter) that is at or above the
minimum signal threshold. In one embodiment of the system, the
output power of the transmitter is known and can be controlled by
the BRT 114/116 microcontroller. Changing the output power level of
the transmitter will therefore change the read distance.
[0151] The free space loss equation for radiated waves is:
[0152] Free Space Loss (dB)=20*log((4*Pi*F*D)/(c)) where:
[0153] Pi=3.14
[0154] F=frequency of wave
[0155] D distance in meters, and
[0156] c=speed of light (2.99.times.10.sup.8 meters per second)
[0157] For purposes of illustration, assume radiated power from a
backscatter transmitter (a combination of the conducted output
power plus the gain of the antenna) is 100 mW or +20 dBm, a
backscatter tag is located 20 meters from the backscatter system,
backscatter reader receiver (BRT 114/116) has a sensitivity of -80
dBm, a backscatter received wave must travel 40 meters (20 to and
from the tag), and since only a fraction of the transmitted wave
gets rejected from the tag, a factor must be applied. For this
example, assume 1% or 20 dB.
[0158] In this example, Loss
(dB)=20*log((4*3.14*915E6*40)/(2.99E8)). Thus, the Loss=63.7 dB.
The received signal=transmitted power--free space loss--tag
reflection factor=+20 dBm-63.7 dBm-20 dB=-63.7 dBm. A backscatter
received signal of -63.7 dBm is 16.3 dB above the sensitivity of
the receiver and would easily be detected.
[0159] A contrasting example is as follows. Assume the transmitter
is now only radiating 1 mW or 0 dBm. In this case, the received
signal=0 dBm -63.7 dB -20 dB=-83.7 dBm. In this example, the
backscatter receiver would not detect the signal because it is
below the minimum sensitivity level of -80 dBm. One can conclude
from the above examples that a distance can be approximated by
adjusting the output power of the backscatter transmitter.
[0160] For example, the BRT may automatically cycle through several
pre-determined power settings and note the smallest setting in
which a given identification is achieved. Combinations of
detections, detection patterns, or the lack thereof across more
than one BRT can also be used to locate CBTs in an environment once
the read range and location of each BRT is known. The concept
involves varying the power to an amplifier of the transmitted
backscatter signal, noting the power status at which tags are
detected, and attaching that status to the data packet sent back to
the hub 118 from the backscatter reader 114/116. Thus, several
power settings may be involved. At the lowest power setting (e.g.,
a 6 foot read range), several tags in the 6 foot range may be
detected. The identification numbers of any tags read in that range
would be reported to the hub 18 along with the identifier of the
reader detecting them (two or more readers may detect the same tags
since their coverage may be overlapping), as well as a code
indicating that the reader had detected the tags at the lowest
backscatter power setting. The reader 114/116 would then send a
backscatter signal at a higher power setting and report all tags
detected at that setting back to the hub 118 using FSK modulation,
along with a code indicating the higher power backscatter
setting.
[0161] When reader identification, tag identification, and power
status data is received by a central server 16 from the hub 14 (see
FIG. 4), the tags detected in the first transmission would be noted
as proximal to a given reader, and the difference between the first
set of tags detected and the second set detected is the set of tags
that are more distant from that reader. This is automatically
repeated at each of the power settings to allow ranges of tags
proximity from each reader to be determined. In some instances,
there may be two or more readers detecting a given tag. In these
cases, location of tags can be determined even more precisely using
a similar subtraction algorithm.
[0162] Alternatively, a single BRT could have a number of antennae
connected to it in order to monitor a variety of locations or
retail zones. An example of utilizing various read ranges could be
three BRTs, each locating marketing materials in its own small
separate area through a limited reception range (such as on
specific gondolas) with two other BRTs identifying objects in a
wide area (such as portions of the front end of a store). An
identifiable overlap of reception/coverage can be obtained for
additional location specificity. In addition to multiple antennae
connected to a single BRT, repeater or relay stations could be
established within a store to limit the number of BRTs required to
cover key sections of the store or the entire store. Combinations
of fixed short-range, portable (e.g., hand-held, robotic, mobile
overhead, and/or cart) and wide-area BRTs using well-known signal
relay apparatus and/or multiple antennae can be used to cover large
format stores more economically.
[0163] It is also possible for providers of the marketing material
to pre-package a backscatter tag 112 (having a unique identifier)
on the material to be monitored. In such cases, backscatter
technology is still used; however, to save cost, there may then be
no need for the contact portion of the tag. This permits items to
be monitored without any intervention of retail, audit, sales, or
distribution personnel.
[0164] However, retail, sales, distribution, or audit personnel may
indeed attach a tag to the item being monitored. Further, CBTs may
be reusable, further reducing the cost of the system. Recovery of
all tags 112 (FIG. 11) can be assisted by equipping the exit or the
store room of retail establishments with a BRT/alarm system that
will sound when a CBT passes through a doorway en route to the
garbage bin or out of the store. CBTs will be small and unobtrusive
when deployed.
[0165] The CBT tags 112 illustrated in FIG. 11 are shown
schematically in FIG. 12 as a unit 212. As stated earlier, the tag
212 may scan the sign or advertisement ID device 210 in a number of
ways including optical scanning, use of magnetic or conductive ink,
notches, and the like to obtain a detected ID signal. The detected
signals could be 16-24 bits of information and are passed through
an interface 216 to shift register 218. Additional bits may be used
for identification if very large numbers of marketing materials are
to be identified. Further, the reading of the identification bits
may be accomplished through a short extension cable 113 (see FIG.
11) attached between the CBT and the BRT 116. The extension would
enable the BRT reader 116 to be out of sight of consumers. It would
also enable small advertising elements or elements with a
challenging position orientation to be monitored.
[0166] The BRTs 114/116 can be mounted in useful locations to
communicate with one or more of the CBTs 212. For example, if it is
desired to monitor a particular advertising element, or elements,
in a particular location or area, such as, for instance, an aisle,
or adjacent aisles, in a market, the BRT can be mounted in the
ceiling just above the CBT 212. If either the BRT or one or more of
the CBTs is moved any significant distance from its predetermined
or fixed location, the BRT 114/116 no longer receives the data from
the CBT, which allows the central server 16 to deduce that one or
more CBTs has been moved.
[0167] Of course, the BRT 212 may be mounted in a fixed location
horizontally from the CBT 212. Again, if the CBT 212 is moved a
significant distance from its original location, no signal is
received and the server reports the CBT as having been moved.
[0168] Alternatively, CBTs 212 could be used to monitor a featured
price, with each of several digits associated with a displayed
price reported as described earlier. The data would be shifted into
a memory of the microcontroller 222 from shift register 218 on
communication path 220. The sign ID, along with the tag 212 unique
ID, is formatted and shifted out of the microcontroller 222 forming
the modulating signal. This takes place on a periodic time basis,
such as every 1 or 2 minutes. Battery 214 may be used to power the
CBT 212, as shown in FIG. 12.
[0169] The system is robust and operates automatically. For
example, a tag awakens on average each minute and sends modulating
data. The data burst may take 10-12 milliseconds. The tag goes back
to "sleep" for a random period of time, for example, 1 minute.
Randomness may be simply the result of "sloppy" clocks in the CBTs.
The BRT awakens every 60 minutes but remains on for 1 1/2 minutes
to insure all tags in range have had a chance to send their
information. Through intermittent transmission, the likelihood that
one reader will interfere with another is minimized. Similarly,
intermittent tag data modulation lowers the likelihood that signals
from multiple tags will collide or nullify each other.
[0170] The core component of the CBT is one of the very low-power,
low-cost microcontrollers, such as the PIC series from Microchip.
The battery in the CBT could be a small Lithium cell, like a
hearing aid battery, or it could be a disposable type, such as an
alkaline cell. The power is low enough that the CBT could be
powered from a small photovoltaic cell that would produce energy
from ambient light. This energy could charge a rechargeable
battery, or simply be stored in a sufficiently large capacitor.
[0171] The BRT design is well understood, and can also be readily
developed using available components. Key to it is a
low-phase-noise oscillator and a power amplifier. This device must
be capable of frequency hopping to comply with FCC requirements. RF
Micro Devices makes several ICs that can be used to implement a
phase-locked oscillator with the required properties. The frequency
hopping can be accomplished using a code running on a small
embedded processor, such as a PIC chip. Due to the vigorous
developments in the wireless industry, there are many low-cost
power amplifier components available, and, again, RF Micro Devices
has several offerings in this area. Multiple signal processing
options are possible, depending on the level of performance
required. Almost all of the devices use a direct-conversion
receiver, either single-channel or two quadrature channels (I/O
processing). The data on the subcarrier (around 455 kHz) can be
recovered using analog signal processing, digital signal
processing, or even a mixture of the two. Data synchronization and
recovery can be accomplished in software or programmable logic, or
even by a custom IC.
[0172] FIG. 15 shows one embodiment of a long range backscatter tag
(LRBT) 400. As shown in this functional block diagram, the LRBT 400
includes a power source (such as battery 402), a backscatter
generator 404, an amplifier 406, a transmitting antenna 408, and a
receiving antenna 410. The LRBT 400 can transmit data over a longer
range than typical backscatter tags because the LRBT 400 amplifies
the received backscatter signal. The amplifier 406 is turned on and
off by the subcarrier plus data signal from the backscatter
generator 404. The LRBT 400 periodically wakes-up and sends out the
amplified backscatter signal. If a reader 12 is within range and is
transmitting a carrier wave, then the reader will receive tag data
from the LRBT 400. This backscatter tag embodiment can greatly
extend the data transmission range (e.g., double the range).
[0173] In one embodiment, the BRT 114/116 (shown in FIG. 11) uses a
"patch" antenna (70-75 degree azimuth) for transmission/reception.
This narrow range allows significant signal gain (6-8 dBi) versus
an omni-directional antenna. Using a patch antenna allows tags to
be detected at much greater distances from the reader. However,
such reception distance comes at the expense of transmission width.
In some cases, it is necessary to monitor areas that are both wide
and deep. Rather than deploying multiple readers for this purpose,
it is desirable to deploy one reader with multiple antennae.
[0174] FIG. 16a shows one embodiment of a patch antenna 420. This
rectangular, generally flat antenna radiates energy from its flat
surface in a narrow range. FIG. 16b shows one embodiment of a
system including two transmission patch antennae 420a, 420b and two
reception patch antennae 420c, 420d in a generally "M" shaped
arrangement. This arrangement permits tags to be detected at
significant distances (e.g., over 60 feet) and over a significant
angular distance or azimuth (e.g., 130 degrees). This arrangement
allows one reader to monitor a wide, deep area. For example, one
reader (using this configuration) installed along the front wall of
a store could monitor a large area in front of that wall. This
configuration reduces the number of readers needed to monitor such
a large area.
[0175] As shown in FIG. 16b, adjacent patch antennae (420a, 420b
and 420c, 420d) are positioned at obtuse angles to each other. In
one sequence, antenna 420a may transmit a backscatter signal, and
antenna 420c will receive it. In a subsequent sequence, antenna
420b will transmit and antenna 420d will receive. The area not
covered by this configuration directly in front of antennae 420b
and 420c can be minimized at the expense of transmission width by
making the angle between antennae 420a and 420b and/or 420c and
420d closer to 180 degrees.
[0176] FIG. 16c shows one embodiment of a system including two
transmission patch antennae 420a, 420b and two reception patch
antennae 420c, 420d in a back-to-back arrangement 430. This
arrangement permits a reader connected to the four antennae to
easily monitor, for example, one or more aisles of a store when the
antennae arrangement 430 is disposed over an aisle, as shown in
FIG. 16d.
[0177] FIGS. 16e and 16f show side and top views, respectively, of
one embodiment of a system including a transmit antenna 420a, a
receive antenna 420c mounted for rotation about a fixed point 432.
When rotated, the patch antennae sweep a prescribed arc (up to 360
degrees). In one embodiment, the antennae 420 are dipole antennae
driven by a motor. Alternatively, the antennae can be a patch
antennae, monopole antennae, or other suitable antennae. Antenna
gain is maximized by narrowing the beam-width of an antenna. The
rotating antennae permit a wide area to be monitored without loss
of gain because a narrow beam is radiated, permitting tags to be
detected at significant distances (e.g., over 60 feet), and this
narrow bean rotated to cover a significant angular distance or
azimuth (e.g., 180 degrees).
[0178] FIGS. 16g and 16h show side and top views, respectively, of
one embodiment of a system including a transmit antenna 420a, a
receive antenna 420c, and a rotating reflector 440. The reflector
440 revolves around the antennae to sweep a prescribed arc (up to
360 degrees). In one embodiment, the antennae 420 are dipole
antennae, and the reflector 440 is a corner reflector disposed on a
generally circular track driven by a motor. Alternatively, the
antennae can be a patch antennae, monopole antennae, or other
suitable antennae, and the reflector can have a spherical,
parabolic, or other suitable shape. The reflector arrangement
permits a wide area to be monitored without loss of gain because a
narrow beam is radiated, permitting tags to be detected at
significant distances (e.g., over 60 feet), and this narrow bean is
reflected to cover a significant angular distance or azimuth (e.g.,
180 degrees).
Product Monitoring System
[0179] The system described herein can also be used to cheaply
monitor the presence, absence, and near-absence of a product being
displaying in a store. In one embodiment, the system can monitor
products without those products having an RFID tag affixed thereto.
Such an embodiment increases the speed at which product monitoring
can be implementing, while minimizing the costs associated with the
monitoring system.
[0180] FIG. 17 shows one embodiment of a product monitoring system.
As shown in this top view, several pairs of wavy lines 362 are
disposed on the horizontal surface of a shelf 360 on which the
products to be monitored sit. The wavy lines 362 include conductive
ink. As used herein, the term "conductive ink" comprises any
conductor or material having conductive properties, including foil,
paper or plastic, which is disposed on the shelf 360. Methods of
applying the conductive lines 362 to the shelf include printing,
stamping, embossing, engraving, laminating, adhering, taping,
gluing, or other suitable methods. The lines 362 can be applied to
the shelf when made or thereafter. Preferably, the lines 362 are
wavy to ensure that a broad array of product configurations is
accurately monitored, particularly as the shelf nears an empty
state. The wavy lines 362 are disposed on the shelf in pairs, each
pair having a positive conductor and a negative conductor. Each of
the wavy lines 362 conducts a low wattage DC current and creates a
circuit that is closed by contact with conductive ink located on
the bottom of each product being monitored, as shown in FIG.
18.
[0181] In the embodiment illustrated in FIG. 18, the bottom of the
monitored product 364 includes a strip of conductive ink 366. This
strip is long enough to short the adjacent wavy lines having
opposite polarity. This short closes the circuit and indicates the
presence of the product. In one embodiment, each pair of conductors
on the shelf are 1'' apart. The conductive ink on the bottom of
each product can be applied when the packaging (e.g., box) is made
or thereafter. The conductive ink can be applied to the packaging
via printing, stamping, embossing, engraving, laminating, adhering,
taping, gluing, or other suitable methods. Naturally-conductive
products, such as aluminum or tin cans, do not need conductive ink
to be monitored by the system. In one embodiment, the shelf is made
of metal, cardboard, plastic or other suitable material. In
embodiments having a metal shelf, an insulator should be disposed
between the shelf and the conductive ink.
[0182] A tag 10 monitors the resistance across each pair of the
conductive lines 362 to determine the presence or absence of
products. If the resistance measured across a pair of conductors is
large (e.g., an open circuit), that portion of the shelf is empty
or nearly empty. If the resistance is small, that portion of the
shelf is occupied by products that include conductive ink. When
products are removed, the resistance increases, causing a voltage
change that is stored in the tag. By using several pairs of
conductive lines, the system can monitor several sections of the
shelf 360. By monitoring the voltage between each pair of
conductors, the system can report three different conditions for
each monitored section of the shelf: in stock, low stock, and out
of stock. Furthermore, most displays include several shelves, each
of which can be monitored by the system, as shown in FIG. 19.
[0183] In the embodiment illustrated in FIG. 19, the display
includes three shelves 360, each including areas of conductive ink.
Leads 368 connect the conductors on the three shelves to one tag
10, which periodically sends tag data to a reader 12, as described
above. The conductive lines 362 on the shelves can be oriented
orthogonal to the front of the shelves (to monitor and report the
estimated number of products in a column on the shelf) or parallel
to the front of the shelves to minimize the number of conductors.
The conductors 362 on the shelves can detect either individual
products (e.g., single boxes) or multiple products packaged
together.
[0184] The incremental cost of making products in compliance with
the product monitoring system is very small (e.g., less than a
penny per product). Likewise, the cost of making a display in
compliance with the product monitoring system is reasonable (e.g.,
less than $5 per display).
[0185] In one embodiment, low stock and out of stock conditions are
determined by the central server 16. When one of many circuits on a
given shelf is reported as "open" (empty state), a low stock
condition may exist. As other circuits on the same shelf report an
open circuit, the server can determine that the shelf is emptying.
When all circuits on a display are open, an out-of-stock condition
exists. Until the display is restocked with products having
conductive ink, the display will be reported as being out of
compliance with the marketing program.
[0186] The tag 10 may comprise an active tag, backscatter tag or
CBT. The reader 12 may comprise a BRT. Moreover, the tag 10 may
send data to the reader 12 or directly to the hub 14.
[0187] FIG. 20 shows another embodiment of a product monitoring
system. As shown in this top view, optical transmitters 372 are
disposed on one side of the shelf 360, while optical
receivers/reflectors 374 are disposed on the opposite side. These
optical sensors monitor the presence of products on the shelf. By
using multiple sensors, the system can monitor the amount of
products on the shelf. In one embodiment, the optical transmitters
372 and receivers 374 are binary light-beam sensing devices
disposed on opposite sides of a column of products. If multiple
columns of products are displayed on one shelf, then pairs of
optical transmitters 372 and receivers 374 should be disposed on
opposite sides of each column. In this way, the optical sensors can
monitor the presence or absence of the products in each column. In
the illustrated embodiment, a small, re-usable strip of lights is
placed on the right side of the shelf, and a corresponding strip of
small photoelectric cells is placed on the opposite side of the
shelf. The lights pulse periodically (e.g., every 3 hours) in
succession; thus, the presence of a product would interrupt the
light beam(s), causing one or more sensors to produce a signal
corresponding to a non-empty state. Leads connect the sensors to
the tag 10. As multiple sensors on the shelf 360 detect their
corresponding lights, empty or near-empty states are reported to
the tag 10, which periodically sends tag data to a reader 12, as
described above. In one embodiment, the system can report three
different conditions: in stock, low stock, and out of stock.
[0188] FIG. 21 shows a further embodiment of a product monitoring
system. As shown in this top view, a weight sensor 375 is disposed
on the shelf 360. There are numerous devices that can detect weight
or changes in weight and report that information as a voltage. The
weight sensor 375 may comprise two-position micro switches, a
continuously-variable weight sensor, or other suitable weight
sensor. In one embodiment, micro switches could be sandwiched
between layers of cardboard, closing an electric circuit when an
empty condition occurs (or when tension on the switch is less than
a predetermined amount). In another embodiment, a
continuously-variable weight sensor could be embedded in a mat on
which products are placed. The weight sensor 375 measures the
weight of the products disposed thereon. Thus, the sensor 375 can
be used to monitor the presence of products on the shelf. By
knowing the weight of each product, the system can monitor the
amount of products on the shelf. A lead connects the weight sensor
375 to the tag 10, which periodically sends tag data to a reader
12, as described above. In one embodiment, the system can report
three different conditions: in stock, low stock, and out of
stock.
[0189] FIG. 22 shows another embodiment of a product monitoring
system. As shown in this top view, a conductor 376 is disposed near
the periphery of the shelf 360, forming a loop. The tag 10 is
connected to the conductor 376. A conductive loop can be "tuned"
for a given mass/volume of matter in its immediate vicinity. An
inductance sensor (preferably included in the tag 10) can detect
and report small inductance changes. In one embodiment, the tag 10
senses the inductance of the loop and stores the inductance value.
When products are placed on or removed from the shelf, the
inductance changes. The tag 10 senses the inductance change and
stores the new inductance value. Thus, the inductance can be used
to monitor the presence and amount of products on the shelf. The
tag 10 periodically sends tag data to a reader 12, as described
above. In one embodiment, the shelf is made of metal, cardboard,
plastic or other suitable material. The conductor may comprise a
wire embedded in or attached to the shelf 360. In embodiments
having a metal shelf, an insulator should be disposed between the
shelf and the conductor 376. In one embodiment, the system can
report three different conditions: in stock, low stock, and out of
stock.
[0190] In one embodiment, the system described herein can be used
to monitor the presence and location of shelf labels in a store.
Passive or contact tags could be embedded in or attached to shelf
labels to allow monitoring of shelf layout. One reader having
multiple antennae could be used to report data associated with a
particular shelf or display.
[0191] In another embodiment, the system can be used to monitor
when marketing materials and signs are received in stores. A reader
in the receiving area could monitor tags associated with the
marketing materials, signs or packaging materials used to ship the
marketing materials and/or signs.
Reader Calibration
[0192] When setting-up RFID systems, especially those with long
read ranges and/or power agility, it is often necessary to perform
calibration of the read-range performance and other parameters of
the installed system. In some backscatter systems, a reader having
special software is connected to a computer that commands and
monitors the calibration process. A normal tag is placed at the
desired reading distance and, using the reader and computer, read
statistics, signal levels, etc. are verified.
[0193] The system described herein uses a different approach that
has several advantages over the known approach. Special tags,
called calibration tags, are used to perform the calibration.
Calibration tags are assigned unique IDs and the readers are
programmed to recognize these IDs. When a reader recognizes a
calibration tag, it automatically goes into the appropriate
calibration routine. Preferably, this is done without any external
device (e.g., a computer or PDA) connected to the reader. The
reader completes the required calibration and stores the results
and/or sends them to the hub and/or central server via the normal
reporting method used by the reader (e.g., modem, LAN, etc.).
[0194] For example, suppose a reader can detect tags in three
different read zones: 0-5 meters, 5-10 meters, and >10 meters.
Three different calibration tags would be used for calibrating the
reader to the three zones. A technician doing the initial
installation or a recalibration would bring three calibration tags
to the job site. A 0-5 m calibration tag would be set up at a
distance of 5 m from the reader and then activated. The reader
would initiate an automatic calibration process with the tag
wherein the reader adjusts its output power and records read
statistics. After the reader has determined the minimum power
required to read the tag at 5 m, it will produce an indication
signal (e.g., a beep). The technician would then turn off the "5 m"
calibration tag, place a "10 m" tag at a distance of 10 m from the
reader, and activate the tag. This procedure is repeated until all
the read zones are calibrated.
[0195] The advantages of this approach are: 1) no computer or PDA
needs to be carried by the technician; 2) no connection needs to be
made to the reader, which is especially advantageous if the reader
is concealed or is in an inaccessible location; 3) low cost; and 4)
simple and quick calibration of the system.
[0196] In one embodiment, the readers and tags include a location
feature that allows technicians to easily locate concealed readers
and tags. A hand-held reader or PDA can be used to send a location
command that instructs tags and readers within range of the
transmitter to provide an indication signal (e.g., a beep). This
would speed-up service calls since the technician would not have to
rely on written documentation to locate all readers and tags at a
site.
[0197] In one embodiment, data from the readers is transferred to
"traveler tags" that are carried by service technicians. This would
allow the service technician to download tag and reader data
including system performance information, temperature extremes,
transmission levels, read statistics, etc. This is especially
advantageous where a site would not want to pay to send such data
to the hub and/or central server via the normal reporting method
used by the reader (e.g., dial-up modem, fax, ISP, etc.).
[0198] In one embodiment, special function tags are used to send
commands to readers and/or tags. These commands may include
selecting between different operational modes, changing
sleep/wakeup cycles, setting the number of transmissions at a
specified frequency, selecting which frequency band to use, etc.
Almost any command that can be sent over a serial interface can be
communicated using a special tag. These special tags transmit tag
data including tag ID number and type. The type of tag field is
used to communicate commands to readers and/or other tags.
[0199] Although generally no two RFID tags have the same ID number,
it is permissible for all tags with the same function to have the
same ID number. For example, all "5 m" tags can have the same ID
number. The type of tag field identifies the type of tag, (e.g.,
calibration tag, special function tag).
EXAMPLE
[0200] A prototype version of the Backscatter Reader Transponder
(BRT) and test tag has been operated. A test tag was programmed
using a complex programmable logic device (CPLD) from Xilinx Inc.,
Device No. XCR3128XL-6-VQ100, to produce the actual signals that
would be used in a production version of the Backscatter Tag (BT)
or Contact Backscatter Tag (CBT). A test tag was made from a BRT
board using only the necessary components (CPLD, voltage regulator,
clock, decoupling capacitors, etc.) to simulate a BT. The test BT
was programmed to backscatter a data block every 306 ms. In normal
operation, the tag would transmit data about once per hour. The
CPLD (Complex Programmable Logic Device) on the Backscatter Reader
contains dedicated circuitry to demodulate the received signal and
present the data as successive bytes transferred to the
microcontroller. The inputs were a modulated subcarrier at 455 kHz
and a 10 MHz clock.
[0201] A 24-bit accumulator was used to create a programmable
digital oscillator driven by the 10 MHz clock, which will overflow
near the 455 kHz subcarrier frequency. The modulated subcarrier is
compared to the phase and frequency of the locally generated
subcarrier frequency. The modulus of the accumulator is reduced if
the local frequency is greater than the received subcarrier, the
modulus is increased if the local frequency is less than the
received signal, and a clock at four times the subcarrier frequency
is generated and presented to the successive processes. The
subcarrier is then stripped from the raw-input signal by applying
an exclusive OR function to the raw data and the recovered
subcarrier clock. An integrate and dump filter was implemented
using a 10-bit up-counter to remove tracking errors and sampling
errors near the transitions and for optimal demodulation. The data
stream was sampled 256 times per bit period and a binary decision
was made at the end of the bit period based on the total integrated
energy in the bit time. Bit boundaries are determined by detecting
the phase change in the received subcarrier when the data changes,
and by flywheeling through periods of no data transitions with a
counter. Since the data is differentially encoded prior to
transmission, a differential decoder is provided after the
integrate and dump filter. Differential coding insures that no
polarity ambiguity exists in the recovered data.
[0202] The serial data stream was input to an eight-bit shift
register to provide a byte-wide interface to the microprocessor. An
eight-bit sync byte is detected by a magnitude compare circuit, and
the next byte in the data stream is loaded into a register which
counts the bytes transferred in the data packet. As each byte of
the packet is aligned in the shift register, a write pulse is
generated which latches that byte in the microprocessor input port
and signals the microprocessor. After all bytes of the data packet
have been transferred, the circuitry is reinitialized and ready for
receipt of the next packet. The BRT was hopping through the 51
channels in pseudorandom order. The radiated power was
approximately 0.5 W (+19 dBm +8 dBi=+27 dBm). The detected packets
were output from the BRT to a PC running a terminal program. The
terminal program displayed the number of good packets received and
the number of packets that spoofed a Fletcher checksum
algorithm.
[0203] During preliminary testing, at a range of 25-35 feet, there
was nearly 100% data package reception from the tag, with any loss
being attributable to time delay in channel hopping, the data loss
being picked up at the next transmission. At a 65 foot distance
between the tag and BRT, the rate of successful packet receipt was
50% and the rate of packets that spoof the Fletcher checksum was
approximately 0.01%.
[0204] In a commercial device, a lithium battery, such as a CR2032,
could be used. The tag may use a Microchip PIC, such as No. C-672,
or a CPLD, from Xilinx, Inc. A suitable switch decoder by Alpha or
Hewlett Packard would be used to switch impedance.
[0205] Thus, the system described herein can monitor the presence
and location of signs and report displayed prices to determine
compliance with an advertising or marketing program. In one
embodiment, the system uses RFID tags and RF links to communicate
tag data to a computer that can generate an alert to inform one of
more individuals of an event (e.g., non-compliance with a program).
Moreover, the system can monitor the presence and amount of
products in stock. In addition, the system can monitor consumer
exposure to specific products and signs.
[0206] While particular embodiments of the invention have been
shown and described in detail, it will be obvious to those skilled
in the art that changes and modifications of the present invention,
in its various embodiments, may be made without departing from the
spirit and scope of the invention. Other elements, steps, methods
and techniques that are insubstantially different from those
described herein are also within the scope of the invention. Thus,
the scope of the invention should not be limited by the particular
embodiments described herein but should be defined by the appended
claims and equivalents thereof.
* * * * *